India’s toy shelves are about to get a homegrown makeover. EBG Group, the diversified conglomerate known for its Adhira & Appa café chain, is stepping into an entirely new arena — toys, play, and childhood learning — with the launch of Adhira & Appa Toys. Backed by a ₹50 crore investment, the brand isn’t just opening stores; it’s betting big on India’s booming toy manufacturing story.
The first outlet lands in Hyderabad by the end of 2026, carrying a massive 1,335-product lineup spanning STEM kits, robotics, board games, dolls, ride-ons, and collectibles. And this is just the opening move — EBG plans to scale to 50 stores across Indian cities by 2027.
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Adhira & Appa Toys: EBG Group Key Numbers
| Detail | Information |
|---|---|
| Parent company | EBG Group |
| Investment | ₹50 crore |
| First store location | Hyderabad |
| Product portfolio | 1,335 products |
| Store expansion target | 50 stores by 2027 |
| Manufacturing partner | Aditi Toys, Rajkot |
| Category range | STEM, robotics, puzzles, plush, collectibles, ride-ons |
Why This Launch Matters for “Made in India” Toys
This isn’t happening in a vacuum. A Union Government report shows India turned into a net toy exporter in FY 2025–26, with imports dropping 37.5% and exports jumping 89.1% — a dramatic reversal for a sector once flooded with foreign-made products. Indian toys are now reaching markets like the US, UK, Netherlands, and Germany, riding the wave of the government’s Vocal for Local and Made in India push.
Finance Minister Nirmala Sitharaman has framed the opportunity even bigger, urging domestic players to eye a slice of the projected USD 179 billion global toy market by 2032, well beyond India’s own USD 5 billion domestic target for 2034.
Beyond the Shelf: Game Zones and Learning Workshops
Adhira & Appa Toys isn’t stopping at retail. The roadmap includes experiential Game Zones, creative and learning workshops, gifting lines, and an omnichannel digital platform connecting online and offline shopping. Sustainability is baked in too — think regional sourcing, recyclable packaging, and reduced single-use materials at store level.
For more updates on India’s fast-evolving retail and business landscape, check out our business and startup coverage on TechnoSports.
FAQs
Q1. Where will the first Adhira & Appa Toys store open?
The debut store launches in Hyderabad by the end of 2026, followed by nationwide expansion.
Q2. How much is EBG Group investing in this toy venture?
EBG Group is investing over ₹50 crore to open 50 stores across India by 2027.
